MUMBAI: Riding on exponential growth in e-commerce, online fashion platform Myntra on 6 March shared that 90 per cent of its traffic is being generated through mobile devices.

The online platform further stated that close to 85 per cent of this traffic is driven by Android, iOS and Windows platforms. Moreover, over 50 per cent of the mobile traffic is coming from Tier II and III cities.

According to a recent study, India ranks second in consumers accessing the internet for online shopping through mobile devices, after China. With over 150 million smartphone users as of 2014, and penetration of mobile phones expected to reach 45 per cent with whopping 520 million users by 2020, mobile is radically transforming consumer’s shopping behaviour.

Myntra e-commerce platform head Prasad Kompalli said that mobile for them is more than just another channel. He believed that its value proposition is best delivered and experienced through the mobile app. 

“This medium allows us to redefine fashion shopping by offering deep personalised experiences in discovery, content consumption and transactions. In India, mobile is fast becoming the default device for accessing internet across geographies and demographies. This is why, in a short span, we are witnessing such a surge in business from mobile platform,” Kompalli said.

Myntra launched its mobile app in May 2014 and within a span of nine months, it has become one of the fastest growing shopping apps with over six million installs. With high quality fashionable imagery, simplistic and clutter free layout, the Myntra apps are designed to make browsing convenient enabling shoppers to maneuver through the 1,60,000 products from over 1,000 brands with ease.